Comments on: Starbucks: An Icon Of Globalization http://www.josephayi.com/blog/economy/starbucks-an-icon-of-globalization/ Sun, 04 Jul 2010 07:54:43 +0000 hourly 1 By: Amy Tran http://www.josephayi.com/blog/economy/starbucks-an-icon-of-globalization/comment-page-1/#comment-330 Amy Tran Tue, 16 Jun 2009 22:02:37 +0000 http://www.josephayi.com/blog/?p=879#comment-330 Joseph, you're right when you say that people buy Starbucks "because of what having that Starbucks cup in your hand means." Although the first customers may have made purchases based on a desire to sip relatively tastier lattes in a cozier environment, many more were soon swept in for reasons beyond taste and comfort as the cooperation quickly evolved itself into a global brand. If you go overseas, you will find that not only are Starbucks stores available in major cities, but replica coffee shops bearing a near clone of the famous green and white Starbucks logo also do decently. Not surprisingly, customers are also drawn to these stores simply because of their association with Starbucks, without any prior knowledge of the copy store's taste, selection, or ambiance. Thus, it's true - Starbucks has successfully branded itself in a way that more people nowadays buy for the name than just for the commodities offered themselves. This is nothing new - just look at those who don Gucci, D&G, and Louis Vuitton bags and clothes. They, too, paid the price of the item plus much more for the bonus status boost the brands provide. Likewise, buying a drink at Starbucks has become a culturally "in" thing to do, relaying upon its users a certain status, so people are willing to pay the higher price to become part of the phenomenon. For its coffee alone, Starbucks probably isn't worth the price, but for all the other positive experiences that comes with it, it is. Joseph, you’re right when you say that people buy Starbucks “because of what having that Starbucks cup in your hand means.” Although the first customers may have made purchases based on a desire to sip relatively tastier lattes in a cozier environment, many more were soon swept in for reasons beyond taste and comfort as the cooperation quickly evolved itself into a global brand. If you go overseas, you will find that not only are Starbucks stores available in major cities, but replica coffee shops bearing a near clone of the famous green and white Starbucks logo also do decently. Not surprisingly, customers are also drawn to these stores simply because of their association with Starbucks, without any prior knowledge of the copy store’s taste, selection, or ambiance. Thus, it’s true – Starbucks has successfully branded itself in a way that more people nowadays buy for the name than just for the commodities offered themselves. This is nothing new – just look at those who don Gucci, D&G, and Louis Vuitton bags and clothes. They, too, paid the price of the item plus much more for the bonus status boost the brands provide. Likewise, buying a drink at Starbucks has become a culturally “in” thing to do, relaying upon its users a certain status, so people are willing to pay the higher price to become part of the phenomenon. For its coffee alone, Starbucks probably isn’t worth the price, but for all the other positive experiences that comes with it, it is.

]]> By: Joseph http://www.josephayi.com/blog/economy/starbucks-an-icon-of-globalization/comment-page-1/#comment-326 Joseph Mon, 08 Jun 2009 16:59:40 +0000 http://www.josephayi.com/blog/?p=879#comment-326 It's always drive me crazy reading postings like this that refer to Starbucks and coffee in the same sentence. Yes, you can get coffee at Starbucks and you can make it at home -- generally most people I believe would make it at home, albeit the convenience factor. What these stories fail to comprehend is the gourmet drink -- latte's, cappuccino's, etc... are NOT coffee. And for someone to make it at home usually would require buying a specialty machine along with the syrups, etc... This is where Starbucks has thrived -- not coffee. It’s always drive me crazy reading postings like this that refer to Starbucks and coffee in the same sentence. Yes, you can get coffee at Starbucks and you can make it at home — generally most people I believe would make it at home, albeit the convenience factor.

What these stories fail to comprehend is the gourmet drink — latte’s, cappuccino’s, etc… are NOT coffee. And for someone to make it at home usually would require buying a specialty machine along with the syrups, etc… This is where Starbucks has thrived — not coffee.

]]> By: Mars http://www.josephayi.com/blog/economy/starbucks-an-icon-of-globalization/comment-page-1/#comment-325 Mars Mon, 08 Jun 2009 09:16:48 +0000 http://www.josephayi.com/blog/?p=879#comment-325 A pretty comprehensive breakdown of the coffee juggernaut's past, present and future. Your posts are always well thought-out and informative. love it :) A pretty comprehensive breakdown of the coffee juggernaut’s past, present and future. Your posts are always well thought-out and informative.

love it :)

]]>